What Makes for a Compelling Website Copy?

Did you know that people don’t read content online the same way they read a book? Online readers skim through the content. What’s more, they are extremely impatient and will spend no more than 10 to 20 seconds to decide whether to stay on a website or bounce off to another site. 

There’s more to writing website copy than strong language skills, fantastic vocabulary, and in-depth insight into your audience. You need to add a little pizzazz to your copy to get readers’ attention and nudge them to take positive action.

Add some personality 

Don’t simply write generic copy. Make sure your copy is addressed to your target audience. If your target customers are teenagers, write copy that talks in a language they can relate to. If you want to present your business as a fun place, make sure your copy communicates that clearly. 

Write for skimming

Online users rarely read the entire copy word for word. Most people scan the copy. So if they cannot find the information they’re after in a blink, they will move back to the search engines to find another website. 

Here are some things you can do to write scannable copy:

• Use headings and subheadings
• Use bullet lists
• Be on point
• Write in a language that your audience can relate to
• Keep sentences and paragraphs short
• Use images and graphics to elaborate your point

Be direct

Don’t feel shy talking about price. Confidently prompt your readers into action with clear and persuasive calls to action. Being specific and upfront about pricing ensures that visitors know what’s on offer and what they can expect. 

Emphasise benefits, not features

A common mistake most businesses make when writing copy is that they talk about themselves. They gloat about how great they are. And on and on and on. While it may seem logical to talk about your accomplishments, achievements, accolades and things that make your business great, that’s not what your visitors are interested in.

They want to know how your product/service can help solve their burning problems. Sure, they care about your company, but their own problems are their biggest focus. And that’s where you should focus on too!

Keep it short and simple

Don’t go overboard writing your copy. Keep it short and sweet. No one wants to read an endless wall of text. Rather than filling every available pixel with words, trim down your website copy.